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NUMBER TEN IN A SERIES OF PRACTICAL 
HAND BOOKS FOR EVERYBODY. 

CASH 

WITH A KODAK 

OR 

Lessons in Magazine 
Photography. 


A BOOK OP PRACTICAL AND 
PROFITABLE PLANS FOR 
BUILDING A PHOTOGRAPH¬ 
ERS INCOME. : : : 


(Copyright 1918 by W. Clement Moore) 

PRICE ONE DOLLAR 

AND WORTH IT! 


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9 

ANNOUNCEMENT 


The Eleventh Book of The National Efficiency Library will be entitled 
“A Complete Course in Successful Journalism.” It will comprise Twenty 
very practical lessons in newspaper correspondence, reporting, feature 
writing and general magazine work. It will sell for $1.00 per copy, and, 
like all of our practical and popular Dollar Courses, will be worth twenty 
times the price asked. „ 


(Write to the Publisher of This Book.) 




OCU499351 

jun 16 laib 


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CHAPTER OR LESSON I. 


Building a Business Among the Newspapers. 


There is a very inviting field for the progressive photographer which 
as yet lies practically untouched anywhere in the United States. It is 
fascinating work and can be made very profitable in almost any locality, 
but especially so in large county seats and State capitals. 

I refer to the systematic photographing of public men, women and 
events for newspapers to be used for the purpose of illustrating news and 
special articles. You will find all newspapers ready and willing to pay 
liberally for pictures that are timely and unusual in any way, so that it 
will pay, of course, for you to be’alert and to make a study of the needs 
of your patrons. 

Like all other lines, the plan of operation is very important. I would 
advise, first of all, that you go to a newspaper publisher of standing and 
get his ideas and opinion of such work. Don’t be discouraged if you 
happen to visit a man on a big paper who claims that he has special 
photographers who get all the pictures he needs. Those of us who have 
had anything to do with newspapers know that the very largest dailies 
depend on their local correspondents for fifty per'cent, of their photographs, 
and in turn the local correspondents depend upon the local photographer—• 
hence your opportunity is as good as gold. 

For this work you will need a man who is active and able to manage 
a film camera taking a picture about 4x5, or somewhere near that size. 

Your next move will be to send to all publishers of newspapers within 
a radius of any twenty or thirty miles, or of the entire State, if you wish, a 
circular letter similar to the following: 

Publisher of --, 


Dear Sir: 

We have equipped our studio especially for supplying the newspapers 
of this State with first-class photographs of public officials, places and 
events as they occur. This service will prove itself to be of great value 
to you, in increasing the value of your paper in the future. 

We have two kinds of service, namely: 

Service A supplies you with a bulletin every month which lists all 
pictures which we have in stock ready for immediate delivery at 50c per 
photo, or in lots of six or more, 35c each. 

Service B supplies you with four order cards which you may send in 
requesting us to take for you any special pictures that you may desire 
during the month within a radius of twenty miles of your place of business. 
This service is exclusive and copies of these pictures will not be supplied 
to other papers until after you have published them. Cost of this service 
is $5 per month. Or you may telegraph us orders for this class of service 
for fires, murders, etc., at any time, and as often as you please, at $1.50 per 
photo. In case two papers order the same photo under this head we will 
endeavor to get different views of the same event. 

If you desire to take advantage of this service, advise us at once, and 






we will put your name on our mailing list. 

Don’t delay. Let us hear from you. 

Yours very truly, 

A word here in regard to the method and the profit. Service B de¬ 
velops an order for a picture for which you receive $1.50. After this has 
been taken, you place copies of the picture under Service A, and list it in 
your next bulletin. This might develop four or five orders the first month 
at 50c each, giving you $3.50 for the picture. If your man has an auto or 
motorcycle, and your list of papers is large, he will be able to get five or six 
pictures a day, netting $12 to $15 daily, not considering the fact that many 
f the pictures, if developed on post cards, will make fast sellers and pro- 
Jttce another good source of income. 

In this connection do not forget to list the metropolitan dailies in send¬ 
ing out your bulletins and letters. 

Along with the letter you might send a return postal for the conveni¬ 
ence of the publisher. In fact, it is a wise thing to do, as the ordinary 
publisher is either very busy or very lazy, and would much rather sign 
a card than to sit down and write you a letter. The postal might read 
something like the following: 

Dear Mr.-: 

You may enter our name on your list to receive your monthly bulletin. 
In regard to Service B you may.:. 


Yours very truly, 

Date. 

Address. 

Of course this work necessitates rapid developing of films, but if you 
get rushed you can have other photographers help. Another good plan 
to save traveling expenses, is to write the local photographers throughout 
the State and explain your plan to them, offering to them 75c each to take 
the $1.50 pictures on demand by wire or phone, they to keep the plate and 
send or deliver the photo direct whereven you order. With this arrange¬ 
ment, if a publisher in a city ten miles away orders a photo in a certain 
town, you can^have the photographer in that town do the work and send 
photo under plain wrapper to the publisher. Your profit is about 60c per 
picture this way without a stroke of work. 





LESSON II. 


Magazine Photography as a Special Line. 


Even more pleasant than newspaper work is that of magazine photog¬ 
raphy. One very important reason why it is better is because it pays more 
money for each picture, and when the picture appears in print it is on 
better paper and gives a much better appearance, so that you get more real 
pleasure out of the effect of your work after it is done. 

There are many kinds of magazine photography, and the demand for 
photos will, of course, be carried. Those magazines which feature current 
events will, of course, be in search for all of the odd and attractive pictures 
which you have taken of wrecks, accidents, public gatherings, etc. To get 
an idea of this kind of work all you need to do is to consult a current issue 
of Harper’s, Collier’s, or any of the national weeklies. The very best prices 
are paid for such photographs, but, of course, you will not happen upon 
something saleable in that line every day. The only thing about it is the 
fact that once you give your attention to this kind of work you will have 
your eyes open to every opportunity and you will thus discover many real 
“finds.” 

Other lines which may be easily developed are pictures of historical 
buildings and places, people, events, towns doing remarkable things, etc. 
Last, but not least, comes the making of pictures especially to illustrate 
certain plans, sketches, stories, etc., which the publisher already has on 
hand. This will require some skill, and we may devote more space to the 
discussion of the subject in another article. The suggestions already given, 
however, have, no doubt, awakened ideas and plans in your own mind 
which will enable you to understand clearly just what YOU might do in 
this kind of work—that is, if it appeals to you. We have no idea that 
every reader of these articles will attempt to adopt them all. In fact, he 
would be very foolish to do so, as no success can come without concen¬ 
trated effort, and concentration will not come about if the mind is endeavor¬ 
ing to give attention to a dozen different lines. What we have planned to 
do is to present every possible money-making phase of the business of 
photography, and then leave it with you to select the one which pleases 
you best, and for which you seem to have the greatest aptitude and ability. 

In the United States there are hundreds of magazines, each demanding 
at least some of the work which we have suggested. There seems to be at 
the present time but little attempt on the part of photographers to get this 
business. I have in mind at the present time one firm in New York that 
agrees to supply photos along lirfes desired, claiming that they have on 
hand a great many thousand, but they charge from three to five dollars 
each for a 4x6 picture from the job lot. This is too much for a stock picture. 
The price is about right for a picture taken to order, provided it is on a 
contract. 

As to the method of soliciting this work, I would suggest a plan some¬ 
what as follows, which may be developed on a small or large scale, as you 
wish. This plan may also be used to solicit trade from the newspapers in¬ 
stead of the plan suggested in our last article. 

Naturally the first thing needed is either a personal or circular letter 
to be sent to the publishers of the magazines whose addresses may be 
secured from any newspaper directory. 

Such a letter may read somewhat as follows: 




Dear Sir: 

We have a modern and thoroughly equipped photograph establishment, 
designed for the special purpose of supplying magazine and newspaper 
publishers with just the kind of illustrations they may need to make their 
publications attractive and interesting. 

With an abundance of natural scenery around us and with a number 
of persons trained to pose for any illustrations, we are ready to produce 
pictures such as you have long wanted. 

Our rates on monthly contracts are as follows: 

Two pictures per month to order, $5 monthly. 

. Four pictures per month to order, $8 monthly. 

, Six pictures, $11. 

Eight pictures, $12.50. 

You may fill out the contract enclosed for any number of pictures you 
desire and for any length of time you wish—one month, six or twelve, as 
you like. Then on a certain date each month all you need to do is to write 
US what you need and we will have it in your hands in one week or less. 

Awaiting your orders and a trial contract at least, we are 

Yours very truly, 

P. S.—With orders for less than three months’ service cash should 
accompany order. Longer contracts bills may be paid on the first of each 
month. 

Along with the above letter you would enclose a contract which might 
read somewhat like the following: 

CONTRACT 

We, the undersigned, hereby agree to pay.. 

Special Photographers, of ., the sum of 

$- per month for . month from date, for 

which they are to make to our order each month . 

photographs and deliver same to us within six days after receipt of our 

orders in each case. Bills for this service to be paid . 

Signed . 

Publishers pf . 

Address . 

Date .. 

You may add to such a contract, if you wish, your own agreement to 
fulfill all of the terms of the contract. 

You may try this out by circulating a hundred or more magazines, 
and if your contracts resulting are sufficient to keep you busy and give you 
a good income, all right and good; if not, send out more letters until you 
do get enough. As a rule each State will furnish enough magazines to 
keep one or two photographers busy, and thus the opportunity is open to a 
hundred or more right now. 












LESSON III. 


Developing Your Own Literary Genius. 


Can you write poetry, songs, essays or stories? 

We have started out to open up every possible opportunity for the 
man or woman owning a camera, to make money. It is not intended that 
a single avenue shall be left unexplored. That is the reason you are asked 
the above question. 

It is surprising how many photographers have literary genius. It 
seems that the two professions go hand in hand—either it happens that a 
born photographer becomes interested in literary work or the literary 
genius becomes interested in photography. At any rate, the plans to be 
suggested in this article are very practical, and as a side line for the person 
having such ability it will be found very profitable, while to many it may 
open up a way for true success. 

If you go over your collection of pictures, with some friend at your 
elbow, this very afternoon, perhaps you will be able to tell that friend some 
interesting bit of story or incident which occurred in connection with 
almost every picture. You will also select occasionally from the collection 
some particular picture, which is odd or curious or interesting, and you 
will hold that in your hand, lovingly almost, while you discourse freely 
about the way it was taken, the things that happened, etc. Did it ever occur 
to you that such things might be written down on paper copied on a 
typewriter and sent in to the magazines with a copy of the picture, and 
prove just as interesting to others as it proved to be to your friend? Of 
course a certain amount of art and skill must be acquired in writing down 
your thoughts, but that will all come with practice. 

Again you have found among your pictures some, no doubt, so beauti¬ 
ful in scenery or pose that they inspire poetical thoughts, and poetry and 
beautiful pictures ought always go together. Transfer your thoughts to 
poetry and use the picture as an illustration. Turn to your magazines and 
periodicals and you will note how often this is done. 

So much for getting inspirating to write from the photos themselves, 
but there is another way to write which is just as easy and even more 
popular. The second method is to write about anything in which yon may 
be especially interested, or write your story or poem along any line, tlmme 
or plot that may be suggested to you, and then take photographs to fi t in 
at various intervals along the line suggested in the description of magazine 
photography already given. 

Some things you may write about for the magazines and illustrate 
beautifully with your camera are: 

Poems of nature.—Wood, brook, farm, mountain, ocean scenes. 

Poems of childhood.—Children in various cute poses, and affectionate 
poses with parents. 

Love songs and poems.—Such scenes as are used for lantern si des 
for illustrated songs. 

Educational articles.—Photographs of work accomplished in schools, 
showing method, etc. 

Mechanical articles.—Pictures of new machinery, new methods, new 

inventions. 

Nature stories.—Photos of nature. 

Short stories.—Photos made to illustrate description given in story. 




Of course, many other plans and ideas will suggest themselves to you, 
if you enter this class of photography. Now as to the method of selling 
such work after you have prepared it. 

First, I would advise you to get a newspaper directory and select a list 
of three or four hundred periodicals which you believe would be apt to 
purchase your manuscripts. Send a manuscript to each of the first four or 
five, depending on how many manuscripts you have on hand. Enclose 
return postage and a letter something like the following: 

Editor -, 


Dear Sir: 

Enclosed please find an illustrated manuscript entitled . .. 

... which is submitted for publication in your maga¬ 
zine at your regular rates. 

If not acceptable, postage is enclosed for its return. 

Yours very truly, 

About four out of every five manuscripts you send out at first, but if 
you are working this plan as I have suggested merely as a side line, at first, 
you will not need to worry, but simply bundle the returned manuscripts up 
again and send them out to the next journals on your list. When you 
have tried the whole list, start over again, using manuscripts of different 
nature to those who first rejected your work, and send work of a similar 
nature to those who accepted, provided sufficient time has elapsed between 
the sending of the first and the second article. 

In addition to money, this plan, if you are successful, may bring fame 
to you. It may be developed during odd or idle moments right along with 
your regular studio work, during dull seasons. 


Another Plan. 


Still another good plan is to simply take the kind of photos suggested 
in the above lists and have a circular printed telling about your views for 
illustrating poems, etc., and send them out by the thousands to lists of 
authors’ names all over the country. Publishers of directories can furnish 
you with authors’ names by the thousand at a cost of a couple of dollars 
per thousand. Many well-known authors would appreciate a chance to 
get just the photos they need at a reasonable figure. 

In all of your printed matter use taste and a good quality of paper. 
It pays. 








LESSON IV. 


A 

1 

1 

I 


Getting Big Money From Travel and View Work. 


There are many who are interested in photography who have moderate 
means, a regular income, or who have their local studio in such good 
working order that a manager might be put in charge and the proprietor 
thus left to go where he pleases for either health or pleasure, or in this 
particular instance if he should see that he could gratify his natural love 
for his art by snapping weird, strange or beautiful scenes and at the same 
time win a handsome financial recompense, it would be a pleasure to him 
to take up the line of work which is to be outlined in this article. 

Again there may be many readers of this journal who have become 
proficient as amateurs and who have a natural love for travel and adventure, 
with a little of the spice of daring thrown in. 

The first thing necessary is to determine upon the line of travel and 
view work that you intend to do, then find out about the markets for such 
line or lines. We will list, then, some of the things which may be special¬ 
ized in photography and then consider the markets for each. The following 
line of views may all be taken in America without going abroad: 

Strange rock formations. i 

Peculiar work of water in rivers, lakes and ocean. 

Interiors of mines, basins, caves, chasms, etc. 

Bird’s eye views of principal cities. 

Views from tops of newly constructed buildings. 

Night scenes. j 

Views of excavations and pictures of any curios dug up. 

Strange statues and figures. 

Peculiar tree growths. 

Freaks of nature. 

Life among Gypsies, Nomads, etc. 

Peculiarly furnished interiors of office or public buildings. 

Scenes along particular rajlroads, etc., etc. 

Many other things may be added, and after you have worked at such 
view work for a short time you will be alive to every new thing that 
appears in your way, and will soon know just how to go about the work. 

You will need for this occupation quite a little capital, as the income 
will not come in directly, but will take some time to bring it about. The 
compensation, however, if you manage things properly, will be very satis¬ 
factory indeed. The following suggestions are given in the matter of 
disposing of your pictures: 

First, do not sell any of your pictures outright unless you realize a 
very encouraging sum. No one picture should be sold with all rights and 
privileges for less than $25.00, but, on the other hand, it may be released 
for publication at from $1 to $5, because by the latter method you retain 
the rights and may sell the same picture fifty times. 

Second, before you even start out on your trip it is a wise thing, to 
write to about a hundred publishers, manufacturers and printers, stating 
the facts about your trip and asking them if they would.be sufficiently 
interested to have you submit to them photographs for pulbication as soon 
as taken, with privilege of rejection at $1 or $2 each, or you may offer them 
at their regular rates, as you prefer. Have these letters typewritten and 
enclose return, stamped envelopes. Even if you haven't a typewriter of 




your own, the whole cost of getting out this hundred letters need not 
exceed $10, including cost of having them typewritten. 

Such letters may be sent to: 

Publishers of educational text books. 

Publishers of educational magazines. 

Publishers of curious books. 

Manufacturers of stereographs and lantern slides. 

Makers of post cards. 

Publishers of large magazines and weeklies. 

Publishers of metropolitan dailies. 

Of course if you wish you can circulate four or five hundred such 
publishers and then, as you take the pictures, send films or plates in to 
your studio and have your assistants fill orders for them. 

The same letter would not do to send to all of the above, however. 
Such a letter as the following would be the right kind to send to the first 
on the list, and will suggest to you the kind you will need to write to the 
Others, changing the wording of each to suit the particular line they need: 

Jones and Company, 

Publishers Educational Works, 

New York, N. Y. 

ISentlemen: 

I have planned a trip through the South and West for the purpose of 
faking high-grade photographs of the most striking, peculiar and interesting 
*cenes depicting industrial occupations, life of the people, peculiar rock 
formations, strange works of rivers, odd statuary, peculiar architecture and 
ftrange or extraordinary scenery or incidents. 

Would you like to have the privilege of sorting over and selecting from 
all these the views adaptable to your line of work at $2 each? If so, let 
me know by return mail and all photos will be sent you as soon as taken 
and finished, with the understanding that you are to return to the address 
Below all that you do not wish to use. It is understood that you purchase 
#nly the rights to use in your publications—the title to the photos or 
originals rather are to remain in me. 

Awaiting your decision, I am 

Yours very truly, 

If you wish to leave the $2 out and insert regular rates, you will 
probably receive more orders and at the same time make about as much 
money as some will pay much more than two dollars each and some less, 
SO that your average will be as good. 

It will be well when you send in photos to put on each a release date, 
the same as you would if sending a picture to a daily or weekly newspaper, 
as that prevents one paper getting too much start on the other. When 
Sending to book publishers, however, this is hardly necessary, as it usually 
takes six months to a year before any proposed book is issued. 

A market for this work will also be found in the towns where you 
take the picture. The local newspaper, the art stores and novelty houses 
will usually buy such pictures for local sale or use. 


LESSON V. 




Travel Photography for Pleasure and Profit. 


Now for the person who follows photography both for pleasure and 
for profit. 

Photography as a pleasure alone is a trifle expensive, but there are 
methods which a person may follow which will give all the pleasure of 
hap-hazard photography and at the same time bring about an income, 
which might be built up to considerable proportions. 

One of these methods would be to make arrangements with a number 
of daily and weekly newspapers to represent them as news correspondents 
and to photograph all special events in your locality. You might make such 
arrangements by simply writing a letter to the publishers and offering your 
services. If they have no correspondent in your vicinity they will be glad 
to give you the position. 

That gives you a small beginning, and will be good training for 
larger work. 

A better paying method if you wish to remain at home and travel 
short distances only, say a day’s trip from home, is to plan a photography 
syndicate for several papers in the large cities within a radius of a hundred 
miles. Your plan would be to cover that particular section thoroughly, 
photographing every peculiar thing in nature, every important public 
building, every proposed project, every exceptionally beautiful scene, 
every really prominent person, every woman of prominence and especially 
every woman officeholder, remarkable boys and girls who have won dis¬ 
tinction in any particular line. All of these will be found marketable. 

Your plan now is to sell these photos in groups or singly to your list of 
papers which you have already made up. You are to mark on each photo 
or group of photos that you send out the day on which it may be pub¬ 
lished, and no journal is to publish it before that date. If they do, drop 
them from your list and do not offer them any more photos. For instance, 
we will suppose that you have pictures of ten Congressmen from Pennsyl¬ 
vania who will attend the inaugural exercises at Washington on March 4th— 
if it is held then. You will print off four or five dozen of each and send 
one copy of each picture, or a package of ten photos, to one paper in each 
county in Pennsylvania, with a letter reading somewhat as follows: 

Dear Editor: 

We are enclosing photographs of ten of the leading Congressmen of 
Pennsylvania (names of each on back of photo) who will attend the 
inaugural exercises at Washington next month. We will sell you all or any 
of these for exclusive publication in your county, at a special price of 
only 30c each. Select the ones you want and return the others. Postage 
enclosed for return. The release date is February 24th, and no pictures are 
to be published before that date. These photos will give you an opportunity 
to make up many special articles of great interest about these noted 
men. Trusting that you may desire to take all or a majority of the photos, 
we remain 

Yours very truly, 

If you have printed five dozen of each picture and sent the package of 
ten pictures (unmounted) to sixty papers, and only half of them order. 




you will have done $90.00 worth of business, and out of that you should 
clear $45.00 above traveling expenses. By doing this twice a month you 
will be able to make a good income and enjoy your travel, too. 


Another plan along this line woud be to specialize on farm work, and 
make a list of a hundred farm journals over the United States. Then get 
your photos and write a description of the farms or stock, as it may be, 
and offer article and photo at say $2 each to the journals. Or you can 
Specialize in industrial work and photograph industrial and manufacturing 
plants. In fact, there are no end of demands which you might fill at this 
kind of work. 


Finally, the planning of a real travel trip. I know of a young girl 
and her brother who walked across the continent not long ago, and the 
girl wrote daily for one newspaper and sent photos also, and the cash 
receipts from her literary work paid the expenses of both and enabled them 
to return in a Pullman with a comfortable balance left in bank. 

But it is not necessary to take a walking trip. If you select any par¬ 
ticular place that you desire to visit, you will find very little difficulty in 
preparing a series of letters and taking a collection of pictures which will 
Rave a ready sale at a good profit to a number of magazines or newspapers. 

It must be understood, however, that no paper cares to publish anything 
already published by another paper and read by their readers. If you 
sell to a paper in one county and also a paper in an adjoining county, have 
ft understood that they are to publish the article on the same day. 

Railroad accidents, murder cases, or anything of this nature should be 
photographed at once, no matter where you are; if you have your camera, 
get a few pictures, develop them right away, and mail them directly to all 
the large dailies near. You will be well rewarded. 

The large weeklies also pay well for curious and unusual photographs. 

These things should be especially helpful to the person who loves to 
Start out on long trips with a camera swung across the shoulder, and a 
keen eye to appreciate beauties and rarities. Even if you have a profitable 
Studio and can get away once a week such trips will be profitable to your 
health and business. 




LESSON VI. 


Doing the Unexpected Things. 


In every line of business that man is usually the most successful who 
is able to give to his business the most of variety and freshness. The 
American people love change and newness in all things. The photograph 
business is no exception. People love to patronize the studio that is modern 
and up-to-date in every respect, and every photographer should consider 
the attractive furnishing of the reception room of his studio. Make it as 
attractive as possible in every way. If business is good, put a little of the 
surplus into some rather expensive pictures for the walls. Have a nice 
library table and some late magazines. Easy chairs, which will help td 
combine comfort and beauty. You will find these things profitable. 

Order and neatness should prevail to such an extent as to become a 
habit with yourself and your assistants. 

But to keep your plans and ideas before the public in new and attract¬ 
ive form all of the time will require both thought and foresight. In your 
newspaper advertising, at this season of the year especially, you will need: 
to. use catch phrases which will command attention and at the same time 
win a reading from the very people whom you are especially anxious to 
interest. 

The best plan is to take advantage of your next idle half hour and think 
up a good list of twenty or thirty good phrases, and then later the copy 
may be prepared to accompany them. Here are a few examples: 

“There’s my photograph.” 

“No matter how good-looking you are—we’ll try to do you justice.” 

“We improve your complexion.” 

“True to life.” 

“They’ll all know it’s you.” I 

“A perfect likeness.” 

“You are too handsome to overlook having your photograph taken.” 

“Our photos win praise.” 

And there are many others. But always use a catch phrase which 
suggests something about your line. It doesn’t pay to say startling things 
about fire and death, etc., just to catch the attention of every reader, for 
you fool them then, and they will usually turn away from yuor advertising 
in disgust. 

It does pay, however, to always try to think of doing the same things 
that other photographers do, in an entirely different manner. Do not under¬ 
stand by this that you are to do foolish things, but if I were a photographer 
in a town where there happened to be a lot of competition I would plan to 
run my business in a different way from them. 

For instance, you might start right in with your stationery and busi¬ 
ness cards, and in addition to your own business announcement of photog¬ 
raphy you might add a few boosters for your town, somewhat as follows: 

T. C. MERWIN, 

Photographer. 

Expert work in Cabinet Work, Group 
Photography and Commercial Designs. 

Etc. 




Then on the other side of the card may be printed something in regard 
to your town, as follows: 

Frenchtown is beautifully located in the Mer- 
rice Valley, and is an ideal residence town of 3000 
inhabitants. Electric lights, water, gas and other 
conveniences. Two railroads, two newspapers and 
three schools. Come live in our midst or at least 
visit the town, and when you come call on 
Merwin, The Photographer. 

Such boosting of your home town will add much to your credit and 
win the regard of the leading people of the place who have its interest 
at heart. 

Another suggestion: Novelties are good mediums for advertising a 
business such as photography. But it is not good advertising to place on 
such little gifts simply your name and business. I would not send out a 
novelty without a little phrase which would intimate that in some particular 
kind of picture, or some line, you had something which was a little dif¬ 
ferent or a little better than others might offer. 

We see hundreds of calendars put out every year with the simple 
words “Compliments of” and the person’s name and business. Would it 
not be just as appropriate to say 

“The Best Photographs Come From” 
and then name the studio? 

The whole difference lies in the fact that the first is practically no 
advertisement at all, while the second is entirely suggestive—which is the 
true purpose of all advertising. 

Here is another good suggestion. 

It is taking a chance, but it will also popularize your studio. 

Through the newspaper, a circular or card make a public announce¬ 
ment as follows: 


ABSOLUTELY FREE— 

A PICTURE OF EVERY CHILD THREE YEARS OLD 

We will take, absolutely free of charge, a pic¬ 
ture of every baby in the neighborhood who is 
three years old, on any day of this month. One - 
picture will be given to the parent and one will be 
placed in our window on. f 19 . 

On that day you will want to take a special 
look at our window and see the picture of all the 

babies of.who were three years 

old this month. 

EVERYBODY WELCOME. 

About ninety per cent, of the parents, you will find, will order from a 
half to a dozen pictures, and pay for them, thus making the plan a profitable 
one in addition to the advertising impetus that it will give your business. 





LESSON VII. 


Methods of Soliciting New Business. 


For the new beginner, and for the whole established business, one of 

the best methods of increasing the income is through the aid of capable 

agents and representatives. 

Many photographers claim that there is no place in their line of work 
for an agent, but they are wrong, for, after all, there are but very few 

lines of trade which cater to the public in any way which cannot be 

materially benefited by securing a personal interview with possible 
customers. 

But in the selection of agents to represent your business you must be 
careful. They must be men or women of good breeding or good education, 
and of very neat appearance. They must first understand thoroughly the 
line you are asking them to handle, and they must themselves be convinced 
of the quality of work your studio is capable of producing. 

You will first have prepared a complete supply of good advertising 
matter, which will consist of at least a good quality, well-printed little 
folder telling about your class of work and quoting some prices, and, in 
addition, a business card. Each agent, if you employ more than one, will 
be supplied with about a hundred of each, and with samples of your work. 
On the business card a form similar to the following will be all that is 

necessary: , 

HARRY JONES, *f 

Representing r< 

THE FULLERTON STUDIOS, 

1020 Fourth Avenue. 

Now, if you are doing work of the very best grade and-charging from 
$5 a dozen up for cabinet photographs, then your agents will be sent only 
into the wealthy districts of the city in which your business is located, and 
the card will be used to present to the servant who comes to the door. In 
case an interview is not secured, then the folder should be left with the 
servant with the request that it be given to the mistress or master of the 
house. In this way the advertising of your house has been accomplished, 
even if no cash order has been secured. But in many instances it will be 
possible to secure an interview, and by making a special price on an intro¬ 
ductory order it will be an easy matter for an agent to secure a half dozen 
orders a day. Suppose a dozen of your $5 photos should be offered at $3.50, 
and the agent given 70c or $1 on each order, then a half dozen orders will 
mean from $4 to $6 a day, and will keep your business moving along at a 
lively pace, by bringing you in that number of new customers who will be 
the means of many regular orders later at the full price of $5 per dozen. 

If you cater to a medium class of people and handle the ordinary $2 
and $2.50 grade of pictures, then make a special offer of a dozen for $1.50 
and give the agent 50c on each order. With such orders, a card similar to 
the following or a slip of paper should be printed and the agent collects 
as he takes the order, giving the slip as a receipt: 

Received of . 

One dollar and fifty cents, for which sum The 
Miller Studio agrees to take and finish one dozen 
regular $2.50 photographs, cabinet size, of any 
member of the family or of the person above 
named. 

Signed. 

Dated .. 







Of course each agent will have a full line of samples showing the 
exact quality of work which the customer might expect. 

In all of this work, remember you are not to consider the direct profit 
to be made from each dollar order but rather the fact that your business 
is being broadened and that you are reaching out among a greater number 
[of people. If your agent makes it clear that neither before nor after has 
[or will they be able to secure such photos from you at that price, then 
there will be no complications arising, and it will be to the agent’s interest 
[to do this, for he will secure more sales by so doing. 

Such plans as the above might also be developed to very good advantage 
by having printed on a circular or in a circular letter about the same argu¬ 
ment as the agent would present to the persons in an interview, and pre¬ 
senting, also, the same offer with an order blank similar to the one above 
attached to the bottom, or a slip like the following might be attached: 

The Miller Studios, 

Gentlemen: I desire to take advantage of your 
special offer of one dozen $5 photos for a special 

price of $2.50. I will be at your studio on. 

19.at . o’clock for a sitting. 

Yours sincerely, 

The above form might be printed on a card in the form of a return 
postal, so that they will only need to attach a one-cent stamp. 

Make it clear in your literature that your offer is mads only because 
ygu have increased facilities and desire new custom, or something of 
that sort. 

Such plans may be developed and put into operation at very small 
expense, and as the secret of success lies more in the ability for keeping 
things moving than in anything else, you will find it profitable to intro¬ 
duce such plans into your business occasionally. It is certainly not a wise 
thing to sit down and allow the machinery of your business establishment 
to become clogged from idleness, while the expense items run merrily on. 





LESSON VIII. 


Mail Order Photography. 


In the past fifteen years there has been a marvelous growth in various 
lines of trade which are conducted wholly through the mails. In fact, at 
the present time there are but few things which are not sold in this way 
by one or more firms. As a rule the capital for investment in a mail order 
business need not be nearly as large as would be necessary to conduct the 
same sort of business locally, and this has contributed greatly toward the 
building of this line of work, but it has also proved the source of failure 
for many, for the fact has been carried to the extreme and hundreds have 
tried to make a fortune out of nothing. It is only necessary for you to 
pick up a Sunday newspaper to find a number of ads which claim that 
they can show you how to make a fortune on five dollars’ capital. It is all 
bosh, but at the same time the mail order business is a nice business if you 
are willing to invest a little money in it, and give to it the same amount of 
work, thought and energy that you would give to your local business, 
and also give to every order you receive by mail the same careful attention 
that you would if the person came to you personally and ordered the 
same things. 

The great point in favor of dealing by mail is the fact that all of your 
orders are received by letter, all contain the money in advance, and you 
can then fill them all without interruption. At the same time you are not 
under obligations to any one in your town for support, and sometimes 
that fact alone is worth much. 

Your studio may be furnished according to your means, and your 
customers will not know the difference. If you have lots of money you may 
install every convenience, however, and then take pictures of different 
sections of your workrooms to use as advertising matter when writing 
your customers. 

Perhaps you are wondering how you can take pictures for people a 
thousand miles away. Well, you are not to take their photograph for them 
directly, but you have three lines open to you for development, namely, 

Developing films, 

Printing from films and plates, 

Enlarging. 

In order to start in this work you would need to arrange a schedule 
of prices and print a few thousand circulars on a fine quality of paper, 
something similar to the cut shown, which is at present being used by a 
photographer who carries on quite an extensive mail order business of this 
kind. A good copper plate half-tone engraving of one of your best and 
clearest pictures would be an added feature to use in illustrating the circular 
and show how well your work might look after it is reproduced. It is need¬ 
less to advise you to have the very best printer you can find to do your 
work. If you have in stock a large number of prints which you have already 
made, it will be well to slip one of these in each letter sent to people who 
inquire your prices and about your methods. A small order blank and 
return envelopes are also valuable advertising matter. Those three items 
outside of letter paper and envelopes which you would need in local busi¬ 
ness is about all you will need, and constitutes an investment of probably 
$ 25 . Your next investment will be in advertising in the various magazines 
and newspapers. , .... 

It is well here to bear in mind that you are going to deal mainly with 
people who live in small towns and have no local photographer, but who 
own cameras themselves, and very often take snapshots and time exposures, 
but do no developing. With such people you may build up a good, regular 




trade which will soon amount to a comfortable income. The papers, then, 
which will reach this class will be the story papers like Good Stories, Wel¬ 
come Guest, Farm and Fireside, Farm Journal, and hundreds of others of 
equal merit. A small ad in a number of Sunday papers will pay, too. Now, 
here is where you invest all you can spare, but not all at once. If you have 
$50 to invest let it be $17 a month for three months; if $100, then twice that 
for three months; but always place your ads for three months in order to 
give readers a chance to know that you are reliable. The ad that is in one 
month and out the next seldom brings replies. 

Another thing, do not expect a thousand dollars’ worth of business 
from your first investment or advertisement amounting to $10. Suppose 
you get orders direct from that $10 ad amounting to only $8, but from 
customers who will probably have that much work done every month for a 
year or so. It isn’t $8, but about $100 worth of business that you have 
received, for if you do the right kind of work and do it promptly they will 
have you do their work for a long time in the future. That is the proper 
way to figure in the mail order business. Never stop advertising is another 
good motto. Keep everlastingly at it. 

But little has been said about enlarging, but if you have facilities for 
that branch, I would suggest that you have a separate circular printed about 
it. There is plenty of work of this kind, as there are pictures around every 
home of persons and members of the family who are deceased or moved 
away, and the relatives readily pay for enlarged pictures or cabinet size 
copies. Get up a suitable schedule of prices and go after the business. 

Finally, there is no reason why a mail order business may not be 
developed in connection with the regular local photographer’s work, and 
if you please nobody need know the difference. Where your work is not as 
large as you might wish, you might easily add to your income in this way. 


LESSON IX 


Where Opportunities Await You. 


The old masters of art and of science have taught us that both time 
and opportunity are tangible things which must be grasped firmly by the 
forelock in order that they may be made to serve our purposes best. Many 
of us do not realize the full value of this teaching sufficiently well for our 
own success and advancement, either in business or social life. 

Without question every reader of this journal is also a constant reader 
of several other literary and illustrated magazines, and knows full well 
that photographers or artists must furnish those illustrations; yet few 
stop to consider that among the millions of photographs used daily by 
newspapers and magazines in America there is an opportunity for YOU 
to find a market for photographs which you have taken and which would 
be suitable for either text illustration or magazine covers. This subject has 
been touched upon before, but as a prelude to this article it seems fitting 
that mention should be made of the kind of subjects most in demand for 
covers and for general illustrative purposes. 

The best plan for the beginner to follow is to decide that a series of 
photographs will be taken, representative of certain subjects. For instance, 
yoti might pose the children who come to your studio to represent certain 
seasons of the year, and thus produce a pleasing pose for your customer 
and at the same time produce a plate which will have a commercial value. 
Another series with children might represent the virtues such as Love, 
Truth, Faith, Purity, etc. There are subjects, too, among the old people 
who come to you, for such pictures are in great demand among publishers. 
Your art will be displayed in the natural beauty and suggestiveness of 
your poses. 

With young women and beautiful girls there is a yet broader oppor¬ 
tunity for poses that will sell. A little study of the famous statues, pictures 
and art work of the world will suggest to you many poses for young 
women which will be easy to arrange and very salable when finished. 
Special day features may also be posed without trouble, and find a ready 
market with newspapers as well as magazines. 

Recently I visited a number of newspaper and magazine offices and 
inquired if they had ever received a proposition from a photographer offer¬ 
ing to furnish them with original photographs of holiday subjects which 
they could have made into engravings EXCLUSIVELY for their publica¬ 
tion. None of them had ever received any such proposition, but all of them 
claimed that they would be pleased to consider the purchase of acceptable 
photographs which would enable them to present exclusive features in 
holiday or special day illustrations. It is true that plate matter and boiler 
plate illustrations are used largely, but practically every publisher is proud 
to bring out original things of this kind occasionally. 


Curiosities. 


A good mail order business may be built up by photographing yourself 
or buying negatives from other photographers of curious things that grow, 
live or happen. Hundreds of firms are doing a good business selling 
stamps, coins, etc., to collectors and those who have formed a hobby of 
collecting them; and there is no reason why the people should not be 
educated to form the hobby of collecting curious and valuable pictures. It 
is a much more sensible habit and would be enjoyed not only by the col- 






lector, but by practically everybody. 

This is a line of work in which nearly all of you may enter at ©nee, if 
you like, for the more dealers there are at the beginning, the quicker the 
demand will be created. Hence if you want to make some extra money 
honestly I would advise you to get busy at once. 

The best plan would be to secure negatives or plates of five o-r six well- 
known curiosities, such as the “Tallest Man in America,” the “Heaviest 
Woman in the World,” “World’s Greatest Dwarf,” or among natural ob¬ 
jects, “The Horseshoe Bend,” “Mammoth Cave,” etc. But there are thou¬ 
sands of subjects which would be interesting to all the American people; 
for instance, the city of Philadelphia and every other city opportunities for 
such pictures present themselves daily. The prison ship “Success,” the 
Mint, the Independence Hall, etc., all are good. After you have collected 
your first pictures, you should insert an advertisement similar to the fol¬ 
lowing in such publications as New Ideas, Welcome Guest, Household 
Guest, People’s Home Journal, etc. Of course the first words of the 
advertisement would need to be changed to suit the particular picture 
which you intend to sell. 

INDEPENDENCE HALL.—Beautiful mounted 
photograph of this historic building sent pre¬ 
paid to any address for only ten two-cent stamps. 

Size of mount, 9x12. Not a print, but an actual ex¬ 
pensive photograph. Address . 

To all who order, the photograph should be sent carefully packed and 
in the package should be included a descriptive circular of all the other 
photographs which you sell. In this way, there will be many repeat orders 
and a fine business will result. Agents may also be appointed to sell these 
photographs for you by house-to-house canvassing. This is an ideal oppor¬ 
tunity which any professional photographer may easily develop and handle 
during spare time. 


Photographing Big Events As They Occur. 


Here is another wonderful opportunity for every photographer to add 
materially to his income. It consists in simply being on the alert to every 
important event that occurs in your locality or neighborhood, securing good 
photographs and then immediately offering them for sale through adver¬ 
tisements in the columns of newspapers circulating throughout the section 
most apt to be interested in the event. You may advertise them in much 
the same manner as has been suggested for the advertising and selling of 
curious photographs. 

Post cards may also be made of such events, and hundreds of them 
placed on sale in the stationery and post card stores in all the towns for 
several miles around. By placing a small number with each dealer on a 
Commission basis, leaving instructions as to where to send for a new supply, 
you will take but little risk of losing any money, and, in fact, will realize a 
nice income from sales made. If the event is sufficiently large, it will pay 
you to have printed a small advertising poster with a sample card and the 
price attached for the dealer to place in his window for advertising purposes. 

The above plan has been worked successfully in several sections, but 
it will prove a good way to make extra money in your locality as well. 

Think these plans over carefully and select one or two of them for your 
own purposes; then give to the work the best there is in you, and the idle 
days of the studio will be a thing of the past. 





LESSON X. 


New Lines of Achievement for Professional 

Photographers. 


The real secret of success in modern photography lies mainly in the 
photographer’s ability to keep his business or profession continually before 
the people. A successful photographer, in other words, should be an intelli¬ 
gent advertiser. Experience has taught us that practically all real successes 
in photography have been brought about through the fact that the man or 
woman back of the business found one or more methods of continually- 
creating a desire among the people for photographs of various kinds. Of 
course the desire once created must be fulfilled in a thoroughly satisfactory 
manner in order that future business may be developed and the confidence 
of the public secured and established. 

Personally, my investigations along this particular line have led me t© 
firmly believe that in building up a good and safe business, and to make 
photographic advertising most effective, there is no one thing more im¬ 
portant than the careful observance of the various seasons or periods of 
the business which lead to great possibilities in different kinds of pho¬ 
tography. In traveling from one city or town to another throughout the 
country, a person will become firmly convinced that professional pho¬ 
tographers need to have this seasonal idea hammered home to them, for in 
almost nine cases out of ten the photographer’s advertising, his window 
display, his style of mounts, his manner of finishing, etc., will remain 
ABSOLUTELY UNCHANGED from one year’s end to another. 

I have met many photographers in various towns who have bitterly 
complained to me about the disinterested attitude of the people of their 
communities regarding photographs; but a few will always bring out the 
fact that they have done nothing at all to create an interest in their line 
of work. Photographers should understand that the work they have t© 
offer the public is not a necessity, but a semi-luxury; that’s why it must be 
offered to the people in an attractive form or an unusual manner. 

But to return to the seasonal idea: Every community offers a dozen 
or more excellent seasonal opportunities for good business every year; 
but the photographer must be wide awake to get the business, for it will 
not come unbidden. 

Here is a practical illustration: A few weeks ago I visited a small 
college town, and was agreeably surprised to find in it a thriving studio. 
The window riveted my attention and I believe I stood in front of it for 
twenty minutes, for it contained the most original grouping of photographs 
that I had ever seen in a studio in a rural community. However, the one 
thing that stood out clearly above all others was A PENNANT MOUNT 
in the local college colors and with the college name on it. There were 
several of these in the window, and the effect was fine. 

An investigation brought out the fact that this photographer made 
almost enough money out of this one line to pay expenses, leaving all his 
other lines of photography to bring him a clear profit. He had five kinds 
or styles of pennants, all of them having the college name in large letters, 
and in small letters under the “cut-out pocket” appeared one of the follow¬ 
ing words: “Freshman,” “Sophomore,” “Junior,” “Senior” or “College 
Chums.” The last of these had two oval “cut-outs” so that two photographs 
may be inserted. 

Here is the idea: 

The photographer furnished these pennants singly with your photo¬ 
graph well finished and neatly mounted in the pennant for $1.50; six for 




$7.00, or $12.00 per dozen, with a very small additional charge for the “Chum 
Pennant.” But he did not stop at this one system of pricing. One pennant 
mount was also offered with each dozen photographs at a special price per 
dozen, which was about $1.00 more than would ordinarily be charged for 
the same grade of work. 

The above plan was new and proved a winner. It is so easy, too, that 
every photographer located in a college town, or even in a town where 
there is a good high school of a hundred or more students might well adopt 
it and make money. It might be well to start with simply one kind of 
pennant, giving the name of the school or college only, without the extra 
expense of wording under the photograph, as this would enable you to 
offer them at a lower price. Pennants not cut out, but with a printed 
oval frame so that photographs may be pasted on, would also be cheaper. 

Still another plan would be to have cardboard mounts made in the 
shape of a pennant, cutting the shape of the unmounted photograph to fit. 
This would be a fine idea, and such photographs could be offered at a 
slight advance over regular work. Of course these would be smaller in 
size and need not contain any wording unless desired, although the cost 
of printing a college name on the mount would be but a trifle more, as 
most photographers have their names printed on the mounts anyway. 

The above is seasonal work, and NOW IS THE TIME to put such a 
plan in operation, for the holidays are coming, and such novelties will be 
the kind of gifts that will be the most appreciated. If you decide to try it 
out, don’t forget to advertise freely and circularize the entire list of stu¬ 
dents, calling attention to your proposition and showing why they should 
order them for mother, for the girls at home, or for friends whom they 
value. 

Another profitable plan in a college town is to have a supply of college 
caps and gowns on hand, so that students may have photographs in such 
attire when they need them. 

Pennant mounts of felt may also be used to give with each dozen 
photographs during the holiday season, or at any other time. With these 
it will not matter whether you live in a college town or not, as such phrases 
as the following may be placed on the pennants: “Your Friend,” “Mother,” 
“Sister,” “For Auld Lang Syne,” “Christmas Greetings,” etc. Comic 
phrases may also be used to advantage. 

As a mail order line such novelties will prove tremendous sellers. 
Advertise in the popular monthly magazines circulating among rural people. 
Offer the pennants at a reasonable price singly and by the dozen. 


LESSON XI. 


What Every Improvement, Building Operation or 
Progress Movement May Mean to You. 


Not so very long ago—in fact, just at the close of the deer-hunting 
season in New Jersey, this year—a friend of mine, who happens to be a live, 
professional photographer in South Jersey, made several extra dollars 
every day very easily. It was a case of taking advantage of a little oppor¬ 
tunity, and it is the little opportunities piled up together which make up 
the large ones. 

In this particular instance my friend simply inquired every day during 
the deer season about the luck of the different hunters, and made note of 
every one that succeeded in killing a buck, and at the close of the fifth and 
last day he had the names of half a dozen successful hunters in and around 
his locality. To each of these he sent a post card, as follows: 

Dear- 

I want to congratulate you on your success in 
deer hunting. You ought to have a picture of your¬ 
self in gunning costume with the buck you killed. 

The cost is slight, and you will prize such a picture 
highly. Let me hear from you. 

Your friend, 

Four of the six had an average of three different poses each, and as 
each deer killed represented a party of from six to ten hunters, other mem¬ 
bers of each crowd were photographed and many extra copies of each 
picture were sold at a good price, for good sports are good buyers, as a rule. 

Well, deer hunting isn’t exactly a progress movement, but it is an 
opportunity and there are so many hundreds of them that we pass every 
day without noticing that I just felt compelled to tell you that little story. 

I know of another photographer who claims that he makes several 
hundred dollars a year by simply reading all of the different newspapers 
published in the towns near by. His method is to make note of every 
improvement being made or about to be made in each town, and then he has 
a regular system of turning such improvements into some extra money 
for himself. 

For example, he recently clipped an article from one of the weekly 
papers which stated that a certain real estate concern had purchased about 
300 acres of ground along the railroad which they intended to improve and 
sell off in building lots. He immediately wrote the company, suggesting 
that they have photographs taken regularly of each improvement made 
on the site, and quoted a price for which he would serve them at any time. 
He also brought out the importance of such pictures in advertising the 
place, and the free advertising which would result from his exhibiting 
them for a time in his window. The result was that he was given a contract 
to make a photograph of every new building or improvement made by any 
person or company on the site within two years from date—bills to be for¬ 
warded to the real estate company monthly. 

Out in Michigan, in the heart of one of the main industrial and manu¬ 
facturing districts, a young photographer is earning a fine income by simply 
watching the columns of newspapers and industrial journals for notices 
of industrial and manufacturing improvements in all the cities and towns 
within a radius of 30 miles. Here is a letter similar to the kind he writes 
to concerns making improvements in plants, buildings or machinery: 





Bear Sir: 

I note that you are fitting your manufacturing plant with several new 
machines, which will not only enable you to turn out more and better 
work, but which will also give greater advantages to your employees. 

Don’t you think it would be an excellent idea to have these machines 
photographed either as they are or while they are in operation, and have 
large copies made for your office and your different salesrooms or traveling 
men to use for selling purposes. You understand, of course, that if a sales¬ 
man is able to show buyers the modern machinery used in making the 
goods he offers, sales are brought about much easier. 

These photographs may also be used in many other ways. Your adver¬ 
tising matter needs to be illustrated, and the photographs for such illustra¬ 
tions should be taken by specialists who understand this ‘ particular kind 
of work. 

We have made a specialty of photographing machinery, industrial plants, 
factory interiors and commercial enterprises for a long time, and understand 
exactly how to bring out the proper effects. 

Kindly notify us on the enclosed card and we will call at your office 
at any time you desire. Our terms are very reasonable. 

Yours very truly, 

Of course if the factory or company making the improvements is located 
dose to your studio, a personal visit to the general manager, showing him 
samples of work which you have done along the same li/ie would be even 
more effective than the letter; but if you follow such work regularly, you 
will find that one issue of a paper will often contain a half dozen items 
which you will need to investigate, and in such cases it will be much more 
convenient to write each a personal letter soliciting the work. 

Remember that no improvement or movement is too small to offer 
profitable work. Even a little local minstrel show offers an opportunity for 
two or three large size photographs of the troupe, and the sale of several 
dollars’ worth of copies. 

Bridge builders, contractors of all kinds, painters, carpenters, etc., all 
have at different times certain jobs which they consider a little out of the 
ordinary, and a photograph of themselves and men with the work actually 
in progress will be of value to them. 

Be progressive yourself and the line of progress will be always within 
your reach, with suggested opportunities always opening up around you. 


LESSON XII. 


Photographic Community Life Affected by the War. 


In practically every State in the United States, and in many sections 
of some of the States, vast changes are being brought about due to the 
extensive preparations for war which are in progress everywhere. 

These preparations all have a very material effect upon the community 
life in and around the towns or cities where the various war industries are 
located. Many homes are being bought or leased by the Government, and 
hundreds of manufacturing plants, warehouses and commercial enterprises 
are being put into operation for war purposes almost every day. Present 
owners are either stepping out or readjusting their work, homes, or places 
of business to suit Federal needs. 

All of this means sacrifice, but it also means plenty of work and pros¬ 
perity as well, and at the same time it means many very great opportunities 
for alert photographers in the sections of the country so affected. 

For instance, if a private home should come within the limit of a 
plant or industry to be established by the Government it will be purchased 
or leased and perhaps converted into a building of a very different char¬ 
acter; and the present owner will, of course, want a photograph of his old 
home before it passes out of his hands and becomes wholly changed in 
appearance and use. In like manner owners of factories, business houses 
and industries will quickly grasp the opportunity of owning good pictures 
of their places of business while they are under their care and guidance. 

But these are only a few of the thousands of opportunities. Roads will 
be changed, new railways built and thousands of other minor changes, all 
of which will give you a chance to get the “before and after” pictures which 
will be of such very great cash value after a year or so, and will, of course, 
have a good immediate cash value also, just as soon as taken and finished. 

Thousands of customers for your prints will be found among not only 
just owners, but also among the contractors, builders and workmen em¬ 
ployed in the new construction work. 

There will also be a very heavy transient sale for such pictures mounted 
and on post cards, provided your studio is centrally located on streets where 
travelers to and from the camps, plants or industries which you are photo¬ 
graphing are forced to pass in daily travel. 

Like all other lines of selling, you will reap the best results if you plan 
your advertising and selling campaign systematically. 

Circular letters or personal letters to every person affected will of 
course be the very best way to secure your orders. By this method you will 
get the ready money for the first work done, and at the same time have 
the use of prints and negatives for future selling. 

To protect yourself in this work and also to protect and be fair to your 
custom, it will be found the best plan to print or stamp on every delivery- 
envelope or package a notice similar to the following: 

NOTICE.—We have made our prices on all pho¬ 
tographic work very reasonable, and we would 
like to reserve the right to use prints of scenes 
for sale to magazines, etc. If you have any objec¬ 
tion will you please advise at once. Of course pho¬ 
tographs of persons will never be used without the 
owner’s consent. 

Such a stamp need be used only on envelopes containing photographs 
actually orders for, of course, you are under no obligations to any person 




for the negatives taken of your own accord unless, indeed, the Government 
should interfere with your work, which is not likely to be the case, except 
in rare instances. 

The newspapers for many miles around you will also afford excellent 
advertising mediums and should prove highly profitable. Use a small 
advertisement simply announcing that photographs of the changes in the 
social, commercial and industrial life of your section may be secured at 
very reasonable prices. 

Finally, there is nothing about such work that should interfere in the 
lease with the regular studio work in the line of portrait photography. It 
is simply a good plan for those properly situated to double their incomes. 


REVIEW QUESTIONS. 

COURSE IN MAGAZINE PHOTOGRAPHY. 


(NOTE: Those who wish to do so may WORK out answers to the following and 
send them to the publisher of this book for free correction. Enclose stamped return 
envelope for reply.) 

LESSON I. In what way would you solicit orders from a newspaper? Write 
a good letter. What form of contract would you use? Submit sample photograph 
of each line of service. 

LESSON II. State some of the different kinds of magazine photography. Sug- 
gest methods of soliciting work from magazines. In what way does magazine pho¬ 
tography differ from newspaper work? 

LESSON III. If you have any ability in a literary way, write a story, poem or 
special article and send it to us with suitable photograph to illustrate it. How would 
you classify and arrange such work for publishers ? 

LESSON IV. How would you turn travel into profit with a camera? Name the 
various kinds of salable travel pictures. Submit a good print of this kind. 

LESSON V. Write a good specimen letter to send to newspapers near your home. 
How would you plan a good paying travel trip. 

LESSON VI. This lesson is desired for those who have a studio. Read it care¬ 
fully and state the most important facts contained in it. 

LESSON VII. Another good lesson on increasing local custom. Study care¬ 
fully and write some of the advertising literature suggested. 

LESSON VIII. A very important lesson. How could you operate a mail order 
photographic business in connection with magazine photography? Write some good 
mail order advertisements. If you decide to use this plan submit a sample of the 
work you would like to sell by mail. 

LESSON IX. The art of posing is the important part of this lesson. Practice 
constantly and submit one or more of your best prints of children, girls, curious 
things, places of note, big events, etc. 

LESSON X. Suggest original mounts. How would you operate a business of 
this kind. Submit sample. 

LESSON XI. What opportunities have you for commercial photography of the 
kind mentioned in this lesson? 

LESSON XII. This lesson applies to the war in progress at the time of the pub¬ 
lication of this course, but the facts may be used at any time with any training- 
camp or any patriotic demonstration at any future time. Submit one such print. 


EXAMINATION. 


To any person purchasing or receiving this course in Photographic Journalism 
or Magazine Photography, who will work out all of the above exercises faithfully 
and submit the prints as suggested to the publisher of this booklet, we will issue a 
LETTER OF MERIT AND EFFICIENCY, which may be copied and enclosed with 
your photographs to publishers. It will give you a recoenized standing and aid in 
the selling of your prints. There will be no charge for this Certificate, but you should 
enclose nine cents in postage for mailing of same and criticisms on your work. This 
course is very thorough, and to our knowledge is the first and only comp’ete course 
in Photographic Journalism ever published. We have placed the cost very low and 
feel that it is worth at least ten times what we ask to every photographer, amateur 
or' professional. 





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A Magazine for distributors, national 
advertiser, agents and mail order men. 
Advertising rates: Classified, lc per word; 
display, 10c a line- inch, $1.20; *4 page, 
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agency, 20% commission. Oliver P. Bark¬ 
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YOUR 30-WORD AI). in ALEXAN- 
der’s Magazine, 15c.; twice, 25c. Forms 
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AGENTS, MAIL DEALERS, READ AL- 
exander’s Magazine for profit. Yearly, 10c. 
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The Real Estate Educator 
By F. M. PAYNE—New Edition. 



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It i9 Chockfull of Opportunities 
ALSO OCR NEW 

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No. 1 Collection, 15 guaranteed bulbs no two 
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PRINTED envelopes and letterheads post¬ 
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DR. PARKER’S NEW MARRIAGE GUIDE 
gives the information you want to know. 
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